Microphone with headphones hanging off the side. Desktop Computer in the background.

Why Your Business Needs to Start a Podcast

by GO2 Partners on August 17, 2021

With attention spans sinking to goldfish levels and people’s lives being busier than ever, your customers are looking for new and different ways to consume quality information in a fraction of the time.

Enter podcasts.

Podcasting use as a business tool has skyrocketed in recent years. Despite the competition, you shouldn’t avoid doing a podcast. In fact, the average person listens to five different podcasts per week, so there’s no reason yours shouldn’t be a part of the mix. It’s a great opportunity to spark some business growth.

In this blog, we’ll be exploring why your business needs a podcast and the ways you can make it happen.

Benefits of Podcasts for Business

Businesses that launch and support a podcast quickly realize benefits that they can leverage into revenue or other business goals. Here are a few of the benefits these businesses see.

Podcasts Cultivate Loyal Followers

Podcasting is a tool that can be utilized to cultivate a loyal follower base and increase customer retention.

Podcasts are a medium that can get you into the ears of your customers when THEY want to listen. That means they’re more receptive to hearing what you have to say.

On top of that, of the listeners who start a podcast episode, 80% listen to all or most of it. That means podcast listeners will devote a lot more time listening to your voice and message in a podcast than they will be reading your words on a website.

It puts you in a great position to deliver quality content your customers will love. You also have the opportunity to reward them for consuming it.

Strategies like rewarding listeners with exclusive offers, inviting them to participate in the conversation, gaining their feedback, and even getting them on the podcast are fantastic ways to nurture your customers & increase revenue. If you take care of them, they will take care of you.

Podcasts Humanize Brands

In the crowded business world with competing brands, creating an environment where a customer can know, like, and trust you can be hard to cultivate. This is especially true for B2B businesses.

With a podcast, you have a fantastic tool for humanizing your brand.

Unlike traditional marketing channels that tend to be meticulously curated, podcasts are often more casual and less scripted.

This allows your brand to have a professional but casual voice. You can connect with your customers on a relatable level. It gives listeners an insider’s look into the feel and personality of your brand. In the eyes (and ears) of the podcast listener, your business isn’t just a corporation, but a living person having a conversation.

Your podcast is an opportunity to reach your audience in new and more intimate environments, while also discovering where your brand fits into your customers’ lives.

This alone is incredibly powerful.

Podcasts Create Brand Authority

Podcasting is a great way to build brand authority and to speak about your industry and the unique knowledge and experience that you bring to the table.

They say if you do what you love, you’ll never work a day in your life. If you are speaking on a topic that you are both knowledgeable and passionate about, you’ll establish yourself as an expert in your field and attract new customers with ease.

This can make the world of podcasting less daunting and easier to create content for. Quality content that is fun and easy to make will be fun and easy to listen to.

Better for the customer and better for you!

Getting Started with Podcasting for Business

It’s important to align the purpose of your podcast with your business goals. Whether you're trying to build community or you’re looking for ways to explore new revenue streams, podcasts could be an important part of your strategy.

Not only do they enable you to reach a whole new audience, but through the audio medium that podcasting provides, you’ll be able to form strong, personal, relationships with your customers far beyond what you can do on other platforms.

Proving, at least in our book, that starting a podcast might be an important step in taking your business to the big time!

Topics: Marketing, Marketing and business, Inbound Marketing, content marketing